A recent study by BBC Radio declared Toronto the most ‘multicultural metropolis’ – 51 per cent of Toronto’s population is foreign born, and some 230 different nationalities call the city home.
This cultural diversity has opened up new opportunities for marketers in Canada, as well as thrown some challenges along the way. Here are a few pointers on how marketers can engage with these diverse consumer groups in a meaningful manner.
Providing a sense of familiarity
The wide availability of ethnic food products offers more than just convenience. It provides consumers with the access to the same products they grew up with, thereby engendering a sense of ‘being at home’. So when a popular grocery store uses a grandmother recently arrived from India to communicate the variety of ethnic foods, they are indeed confirming the relevance and connection the store has with this particular ethnic group. Continue reading